Fresh Produce

Bord Bia Encourages Generation Z To Share Potato Recipes On Instagram

By Donna Ahern
Bord Bia Encourages Generation Z To Share Potato Recipes On Instagram

All this week, Bord Bia has visited third level campuses around the country in a drive to provide potato recipes to generation Z consumers, that have a ‘modern twist’ and to encourage them to share their favourite recipes on Instagram.

To mark National Potato Day which falls today (4 October) the group visited UCD, DCU, NUIG and UCC where students were given a ‘Potato Survival Kit’ which included time saving tips, nutritional advice, simple potato recipes, video links and some fresh potatoes to cook.

"Potatoes were often associated with traditional cooking methods, with generation Z consumers unaware of their multicultural and international usage," said Lorcan Bourke, Fresh Produce & Potato Manager Bord Bia.

'Revitalise The Potato'

The group said that it embarked on the campaign to encourage and help move potatoes from ‘on-the-boil’ to ‘on-line’ in order to drive engagement and to 'revitalise the potato' among younger consumers.


"This campaign aims to address this information gap by connecting with students and younger demographics.”

Earlier this year, Bord Bia research identified that generation Z (aged 18 to 23) consumers are interested in tasty, convenient recipes to cook, and appreciate the nutritional information of foods.

However, an information gap exists as they do not believe potatoes are as deserving as other foods to photograph and share online due to a lack of visibility of suitable recipes.

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